WPP unveiled its rebranding of GroupM to WPP Media today.  

The move, announced internally earlier in the month, is the latest in a years-long streamlining and restructuring effort at the company’s media division. It’s designed in part to simplify operations and make them more comprehensible to clients.  

The restructuring has integrated the media unit's offering with WPP's umbrella marketing/technology platform WPP Open so that clients can mesh media, data, production and other elements in ways that enable personalization of marketing messages at scale.    

The restructuring – that included several internal agency mergers – is also designed to improve the media unit’s financial performance, which WPP CEO Mark Read said publicly is critical to turning around the fortunes of the holding company. In the first quarter of the year, WPP posted an organic revenue decline of 2.7%. GroupM’s shortfall was 0.9%.   

Brian Lesser, CEO of WPP Media, issued a statement, which read in part: “WPP Media is built for a world in which media is everywhere and in everything. By investing in our AI-powered product, integrating our offer with data and technology, and equipping our people with future-facing skills, we’re helping our clients to stay ahead of rapidly changing consumer behavior.”  

The company created a short video to promote the rebranding, which is also being amplified with a B2B campaign targeting business leaders and senior marketing decision-makers. The campaign showcases WPP’s AI credentials, its integrated proposition, and the advanced capabilities of WPP Open.